What is CRM?
The procedures, and guidelines that a company follows when interacting with its customers are defined as customer relationship management (CRM). This relationship involves direct interactions with customers, such as sales and service-related activities, forecasting, and the analysis of customer trends and behaviors, from the perspective of the company. CRM's ultimate purpose is to improve the customer's overall experience.
How CRM can help improve marketing campaigns
Focused segmentation and target audience
CRM allows to segment your audience by many characteristics a wide range of characteristics such as demographics (e.g., age, geographic location, job role, industry, and company size) and activities (e.g., recent and past purchases, email response rates, social media activity, personal preferences). As a result, marketers will be able to send defined customer profiles and customized messages to various audiences. This also assists in finding potential customers and expanding business's opportunities. Businesses can easily stay in touch with them by sending them regular campaigns and reminders. As a result, they can be easily converted into consumers. Business-to-business email marketing campaigns can also be used to boost the number of subscriber, email marketing metrics, and revenue.
After having decided target audience and segmented dataset into categories, it's time to personalize marketing messages. With today's CRM systems, it is much easier to clarify potential and current customers. Also, CRM supports with attracting customers by understanding which business they work for or their shopping history and interests, as well as comments from past communications. This allows to build a message that is personalized to each customer. This kind of customized content leads to higher response rates, a better brand impression, and more revenues.
Various channels connection
Customers may try to contact via several channels such as website, social media or their favorite channel. As a result, it is vital that a business extend their marketing campaigns over multiple platforms rather than focusing on just one. CRM allows to manage marketing campaigns across multiple channels and facilitate to track campaigns metrics. Moreover, businesses can use CRM software to exchange customer data across all departments within the company, including marketing, sales, and customer care. Without a CRM, it's easier for data in different departments to be repeated, forgotten, or lost, but a company-wide CRM enables the marketing team to develop and use customer centric reports. It also ensures that communications are consistent and linked to specific channels.
Source: superoffice.com, Investopedia, businessnewsdaily.com, storychief.io